My work.

Living systems

A European brand platform for Google’s AI proposition.

  • Google is a frontrunner when it comes to AI. However, as AI grows, so does the question about transparency and ethics. Google Europe wanted a creative platform to showcase how their human-driven AI philosophy plays a positive role in creating impact.

  • Both AI and humans depend on each other to make AI truly helpful for everyone. It’s a symbiotic relationship in which two organisms benefit the other. We wanted to show AI in way that feels less like a smart piece of software and more like an intuitive extension. Humans and AI working together as one living system.

  • As Strategy Director at OVAL, I was responsible for the research and creative strategy of this project. 

→ via OVAL

Surface your flow

A European product campaign for the Surface device range.

  • Microsoft’s Surface product range had difficulty breaking through as a premium player in a device market. During the pandemic, they wanted to drive awareness and consideration for the Surface brand across Europe. 

  • In a device market dominated by specs and convenience, we noticed the lack of a human perspective. Competitors focused on false-positives regarding WFH and setting-up the perfect the home office. To stand out, we shifted our focus from people’s physical space to their mental space. Showing how devices help you create headspace and find your flow.

  • To stay close to the human perspective, the campaign was created with 100% influencer and social content. Sharing real stories of how to surface your flow. This resulted in a staggering 16% engagement rate and a reach of 4 million within 3 months.

  • I was responsible for the research, campaign, content and retail strategy of this project.

→ via Edelman

Trusted experts

A communications strategy using experts to build trust.

  • Catawiki is an online curated marketplace. The brand needed to build brand awareness across Europe, but struggled to break free from stigmas that come with being an online marketplace.

  • Marketplaces are faceless, shady and you never know what you’re getting. It was clear that we needed to build trust and develop a long term foundation. Our communications strategy focussed around the one thing that makes Catawiki different: their experts. In messaging and storytelling we leveraged their expertise and gave the distant tech player a trustworthy human face. To underline the unbiased and independent aspect of the experts, most awareness was gained via earned PR.

  • I was responsible for the strategy of this project and manage the roll-out in 4 European markets. 

→ via Edelman

Room to breathe

A brand strategy for student housing built around mental health.

  • Housing association ‘Woonbedrijf Eindhoven’ built new student housing units and was looking for a way to add value to young people’s lives. The association wanted the two residential towers designed in a way that aligns with student needs.

  • Co-creating with potential residents, research showed that rather than having a lively place with lots of fun, students were looking for a safe place to retract and calm down. And thus: ‘Haven’ was born. We created a brand built around the philosophy ‘Room to breathe, space to grow’ to emphasize how Haven helps students thrive by creating a safe space. The idea for the visual identity was to evoke an organic and warm feeling.

  • I worked in close collaboration with co-creation agency Cocosmos and developed the name and brand platform.

→ via Cocosmos

Spaces to grow

A brand strategy for all Randstad spaces.

  • Randstad is the world’s leading talent company. Their physical brand spaces weren’t fulfilling their full potential anymore. Randstad wanted us to uncover the untapped potential of these brand spaces and create a fitting strategy.

  • This project required empathic research and a deep understanding of the world of work, trends in store experiences and needs of both talent and Randstad employees. We combined desk & field research with co-creation to uncover honest truths and real human insights.

  • We discovered the opportunity for Randstad to leverage these spaces as a physical marketing touchpoint, focused on brand discovery and engagement for talent specifically. A place (with its own sub-brand) that enables and encourage talent to discover their true potential. 

  • As Strategy Director at OVAL, I was responsible for the research and brand strategy.

→ via OVAL

True partnership

A communications strategy for Bol’s partners.

  • Partners are crucial to bol as they determine a significant part of the platform's success. There was a need to improve the sense of partnership amongst partners and enhance partner growth. The partner marketing approach was ready for the next step and become more streamlined.

  • Research showed bol could improve its understanding of partners. We flipped the current one-way street of communications, and turned it into a two-way street. Every brand interaction (live and online) with bol was not just a message from bol to the partner, but also a question for partners to answer. True partnership.

  • As Strategy Director at OVAL, I was responsible for the strategy of this project.

→ via OVAL

Empathy-driven

A new brand platform for OVAL.

  • Working at ‘The Oval Office’, the agency was at a pivotal moment in our evolution to a key experiential player across Europe. The old name and identity no longer matched the ambitions and empathy-driven beliefs. It was evident the agency needed to reinvent itself.

  • ‘Oval’ was born. The name perfectly reflected the human-focused philosophy, valuing creativity and empathy over convention. In a world that’s all about the loudest voice, Oval values the most attentive ear. In close collaboration with the branding agency, the visual identity was build around being closer. Human and soft, yet vibrant. The chunky, round shapes give the visual identity a unique and friendly character in a world of straight lines.

  • As Strategy Director at OVAL, I lead the rebranding project and co-worked alongside the branding agency on the brand platform & visual identity.

→ via OVAL

And finally, some other projects.

Dutch Government

→ I developed the content strategy for ‘Hoe Werkt Nederland’, a campaign for the ministry of social affairs.

Microsoft Netherlands

→ Based on extensive research, I created and build trust for Microsoft Netherlands through communications.

Belgian Government

→ I created the strategy for a campaign creating awareness around ‘buy now, pay later’ services amongst Gen Z.

Bol

→ Based on extensive research, I created an internal communications strategy and plan for Bol.

Beyond Meat

→ I worked on several Beyond Meat’s brand partnership campaigns in Europe and the Netherlands.

Flemish Government

→ I created the strategy for a campaign creating awareness around investment frauds.